Renewed consumer appreciation of frozen products is providing an opportunity for retailers to capitalise on the category. Fieldfare, whose proposition offers shoppers the opportunity to pick their own loose frozen products, shows how retailers can unlock the full potential of their freezer aisle.
Once viewed as a backup plan, frozen is enjoying a renaissance and shoppers are rediscovering its benefits.
With 98% of households in the UK owning a freezer and more consumers choosing to shop little and often, convenience stores are in a prime position to tap into the renewed demand for frozen.
1. Consumers demand flexibility and control
Convenience shoppers are buying little and often and are seeking flexibility in the frozen aisle to align with their needs.Recent research has unveiled that 38% of shoppers want to control portion sizes and with household sizes changing across the nation [Fieldfare], catering to flexible portions is more relevant than ever. Whether it’s solo diners, as 8.4 million people live alone in the UK, or catering to varying appetites within households, shoppers don’t want to be dictated by pack size and they value the control of being able to pick frozen products based on what they need and when.
2. Driving impulse purchases
Eighty per cent of all purchases in convenience stores are driven by impulse buying and consumers are nearly 10% more likely to buy frozen on impulse in-store. A well-stocked freezer can help drive footfall and fuel spontaneous purchases.
Products that help shoppers pull together a quick meal are a strong driver here. With consumers spending on average 31 minutes preparing an evening meal, offering products that will save on time while still delivering quality are well placed to tempt impulse purchases. Meal makers such as frozen pizza dough or gratins are ideal for shoppers looking for a practical solution to a last-minute dinner decision.
Impulse purchases aren’t just about solving mealtimes, however. There is a growing appetite for small indulgences, especially from shoppers looking to treat themselves without overspending. Premium single-serve desserts, such as Fieldfare’s Chocolate Fondant, can catch the eye of those seeking a moment of comfort or reward.
Stocking frozen products that go beyond the essentials and that are less likely to be found in the frozen aisle of the big multiples can help encourage trial and build bigger baskets.
3. Celebrate the point of difference
Overpacked freezers in a compact space don’t appeal to shoppers – nor do they enhance a retailer’s bottom line. Unlike bigger supermarkets, convenience retailers have flexibility over the curation of their frozen offering. With frozen being low-risk from a waste perspective, retailers can confidently try premium products without fear of spoilage or generating waste.
Curating a premium offering for shoppers and stocking brands that offer something different, Fieldfare’s pick-your-own proposition or Brick’s range of pizzas in vacuum-sealed packaging will present customers with an offering they can’t find in a major multiple, helping to set convenience retailers apart and increase repeat visits.
4. Quality products
Frozen has long been recognised for its value for money credentials, but quality is also a key consideration for shoppers. 63% of shoppers say being able to assess a product’s quality plays a key role in their purchasing decision.
To help shoppers easily spot quality products in store, retailers would be wise to stock products with recognisable accolades such as The Great Taste awards, which 74% of consumers agree is a sign of quality.
With an overall range that features 24 award-winning products, including Great Taste award winners, Fieldfare’s premium croissants (made in France, to a traditional recipe) priced at just 55p offer a low-barrier way for shoppers to try something new. For retailers, this creates a high-margin product that also encourages customer trial. And because shoppers only take what they need, there’s no risk of overbuying or wastage.
5. Make the freezer aisle work smarter
Making the freezer aisle easier to shop is a straightforward way to increase basket spend. Retailers such as Bradley’s Supermarket increased frozen sales by simply placing baskets next to freezers, helping shoppers who are buying frozen products on impulse to avoid having to carry cold items in their hands.
Frozen shoppers, like those in in fresh category, are drawn to well-merchandised freezers. Retailers can drive engagement by keeping freezers neatly stocked, attractive and easy to shop.
Fieldfare works closely with its retailer partners to curate well thought-out planograms that are tailored to each retailer based on store demographics and existing ranges.
6. Sustainability
Shoppers view frozen as a sustainable choice due to its longer shelf life compared to fresh and chilled.
Beyond the shelf life of frozen, research also highlighted that over a third of consumers consider less packaging or ‘plastic free’ as important when shopping [Fieldfare]. Nearly 90% of Fieldfare’s products are packaging-free, resonating with these consumers wanting to shop products with less packaging and minimise waste.
By maximising the potential of their frozen section, convenience retailers can increase basket spend and boost profit.
Review Fieldfare’s top tips…
… by watching the video below:
Need help making your frozen offering stand out? Get in touch and we can have a chat about how Fieldfare’s pick your own loose frozen foods concept can offer something unique to customers and maximise your frozen sales in store https://field-fare.com/become-a-fieldfare-stockist/
